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Klook kicks off aggressive marketing campaign with new funding

After its announcement of raising almost US$60 million in its latest round of funding, Klook has rolled out a series of aggressive marketing efforts – from online campaigns, taxi ads to MTR ads – to maximise exposure in the city.

The Hong Kong-based travel activity booking site, which now has 13 offices and over 400 employees across Asia, raised its latest round of financing from investors such as Goldman Sachs and Matrix Partners, together with several Asia-based family funds.

Following that, Klook has launched several offline ads on trams and taxis, and its latest attempt is to boost exposure in every MTR station to reach potential customers.

“Given that we are an e-commerce platform, our marketing team primarily focused on online and social media, targeting people aged 18-55,” Erica Ho, marketing manager of Klook, told Marketing. “But now that we have more resources, we want to maximise exposure in new channels, and reach more age groups.”

She added that the booking site’s new MTR in-house-created ads pokes fun at a catchy slip of the tongue made by celebrities to continue the sense of humour it has on social media platforms.

One notable reference include local singer Gillian Yan’s confusing mumbling when responding to journalists’ inquiries on her relationship status. “Everyone’s in a relationship, ain’t everyone wants a relationship,” she said – and yes, that translation is accurate.

“Everyone is queuing up for the roller-coaster, ain’t everyone wants to queue up,” says the ad.

Another example draws reference from a leaked recording of local celebrity Michele Monique Reis, who sarcastically uttered, “I would like to send my sincere congratulations to you!”

“No WiFi during your vacation, and no chance to get a thumbs up? I would like to send my sincere congratulations to you!” says the ad.

Ho said it’s their strategy to play use utilitarian visuals to portray an eye-catchy message, and it has proven effective.

“We’ve been seeing people taking pictures of our ads and sharing on Facebook,” she explained. Riding on that, the company now encourages walkers-by to take pictures with the ad and upload it for coupon gifts.

Ho added the team is also working on two marketing projects, including the recruitment of “one of the best jobs in the world”: two management trainees who would be offered unlimited period of leave, and a cheeky social media campaign that draw references of chief executive Carrie Lam’s recent announcement of a public transport subsidy scheme, and introduces a travelling subsidy scheme.

“We will continue to focus on building brand awareness, as it is our short-term goal so far,” Ho explained.